Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia

Research Article

Marketing Strategy Analysis to Increase Occupancy Room Based on Travel Agent Online Market Segment (Case Study in Whiz Zprime Hotel Pajajaran Bogor)

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  • @INPROCEEDINGS{10.4108/eai.17-7-2020.2303078,
        author={Ali Maddinsyah and Udin Ahidin and Yayan Sudaryana and Sugiyanto Sugiyanto and Yandri Yandri},
        title={Marketing Strategy Analysis to Increase Occupancy Room Based on Travel Agent Online Market Segment (Case Study in Whiz Zprime Hotel Pajajaran Bogor)},
        proceedings={Proceedings of the 1st International Conference on Economics Engineering and Social Science, InCEESS 2020, 17-18 July, Bekasi, Indonesia},
        publisher={EAI},
        proceedings_a={INCEESS},
        year={2021},
        month={1},
        keywords={marketing strategy ife matrix efe matrix ie matrix swot qspm},
        doi={10.4108/eai.17-7-2020.2303078}
    }
    
  • Ali Maddinsyah
    Udin Ahidin
    Yayan Sudaryana
    Sugiyanto Sugiyanto
    Yandri Yandri
    Year: 2021
    Marketing Strategy Analysis to Increase Occupancy Room Based on Travel Agent Online Market Segment (Case Study in Whiz Zprime Hotel Pajajaran Bogor)
    INCEESS
    EAI
    DOI: 10.4108/eai.17-7-2020.2303078
Ali Maddinsyah1,*, Udin Ahidin1, Yayan Sudaryana1, Sugiyanto Sugiyanto1, Yandri Yandri1
  • 1: Department of Management, Universitas Pamulang, Indonesia
*Contact email: alimaddinsyah@unpam.ac.id

Abstract

Since the hotel operates from November 2015 until July 2018 the occupancy room level has always changed inconsistently. The purpose of this study is to analyze the current marketing strategy and to find out more appropriate strategies in increasing occupancy rooms based on the online travel agent market segment at Whiz Prime Hotel Pajajaran Bogor. The analysis was carried out through IFE matrix analysis, EFE matrix, IE matrix, SWOT matrix, and QSPM matrix. The results showed that the condition of the marketing strategy with IE matrix analysis was in a position of growth and development with the meeting point value of IFE 335 and EFE 376. In this position the strategy that must be carried out is market penetration, market development, product development, forward integration, and backward integration. Based on SWOT matrix analysis the strategy that must be done is to display complete information, add hotel facilities, improve product and service quality, and improve the quality of human resources. The results of the analysis using the QSPM matrix show that the most appropriate strategy carried out by Whiz Prime Hotel Pajajaran Bogor is to improve product and service quality.